For the past five years, she has worked with various clients at the helm of her own business: as a Project Manager, Business Consultant, Creative Director, Marketing & Communications Specialist, and as a Researcher/Writer/Analyst.
She has held senior roles with three major music labels: EMI, BMG, and Universal Music where she spent over a decade carving new paths. As Senior Vice President for Universal, she helped to increase Universal Music’s market share from 14% to close to 40%. Her close-knit, award winning team included product managers, creative designers, video producers, publicists, digital and on-line staff, advertising/media buyers, lifestyle ‘street’ teams, and of course, promotion staff. Responsible for sales that topped the $150m mark, she was also responsible for multi-million dollar marketing, promotion and advertising budgets.
Most importantly to her, she was able to develop young artists to the ranks of stardom. Not one to rest on her laurels, this is where her true passion lives… in developing new talent, creating new brands, and developing new and engaging campaigns.
While at Universal, Sarah was instrumental in creating Canada’s first national lifestyle (“street”) marketing team during the 1990’s, and integrating several brands/sponsorship campaigns into many of Universal’s artist launches, tours, and overall events. While this is an every day occurrence in today’s market, at this time it was quite ground-breaking. She was also part of a very elite team that launched Canada’s very first legal digital download platform, Puretracks, well before iTunes launched in Canada. With artist manager Jake Gold, Sarah initiated Canada’s first high-scale live performance via-the-internet simulcast with Winnipeg band – The Watchmen, to launch their new album at that time.
An engaging public speaker, Sarah has spoken before peers, students, and strangers alike, in Canada, the US, and the UK. As Professor of Marketing, she recently taught first year students at UOIT/Durham College for their Music Business Management course. Here she earned top accolades as an Instructor who could relate to the students and vice versa.
Sarah is well versed in new technology and social media platforms. She is an expert at brand activation. Yet, first and foremost, she is a relationship specialist, who works very well with people in general. She always puts the customer first. She has the ability to speak from an artist/personality standpoint yet still understands a clients needs with regard to creating a solid campaign, and protecting their brand and/or products.
“Embrace. Engage. Enhance.” The ‘Sarah’ motto!